Traditionally, national brands have considered innovation an exclusive competitive advantage over private labels
In the last few years, private labels have steadily eroded the market share traditionally held by national brands. In fact, in 2008, private labels had taken over 25% and 50% in most European markets and 20% in the US. Private labels are defined as consumer products produced by or on behalf of, distributors and sold under the distributor’s own name or trademark through the distributors own outlets.
[This research paper has been reproduced with permission of the authors, professors of IE Business School, Spain http://www.ie.edu/]